A Study On Brand Value Evaluation Of LXBR

In the rapid development of economy and technology today,the competition of products from various industries is changed from quality to personality.we have already entered the brand era.Brand is the recognition of the market and consumers to the enterprises.The improvement of brand value can help the enterprises form virtuous circles and stand out in the competition.China has been advocating the leading role of brands to promote supply-side structural reform.Therefore,it is very necessary for enterprises to evaluate brand value scientifically and carry out the construction of brand in a targeted way.In recent years,fashion,high cost-effective fast fashion clothing has swept the world.Since approaching the Chinese market in 2002,the fast fashion clothing industry has achieved rapid development,which has brought enormous challenges to China's local clothing industry.Though the local fast fashion clothing enterprises are also developing rapidly now,they cannot compete with international brands.This paper selects LXBR,a representative of local fast fashion enterprises,to evaluate its brand value,find its drawbacks in brand development,and put forward suggestions.This paper defines the concept of brand and brand value,sorts out the methods of brand value evaluation in different perspectives,and finally selects Interbrand model as the basis of evaluation.At the same time,this paper analyzes the development status of domestic fast fashion apparel industry and enterprises in detail,and improves the Interbrand model with Chinese market characteristics.First of all,in terms of the brand force index,the questionnaire survey method is used to replace the expert scoring method of the original model,and the perspective of consumers was introduced.The results of questionnaire data analysis were used to directly separate the brand revenue from the net profit,which simplifies the calculation and makes up for the deficiency of the original model in the consideration of consumer factors.Secondly,it expands the dimension of brand strength factors,adds consumer dimension index and adjusts the proportion of each index in the original market dimension of the model to make it more consistent with the local market.Finally,the improved model is used to evaluate the brand value of LXBR,and the measures to improve the brand value are proposed according to the scores of each index in the evaluation.